1. How To Set Up & Promote Facebook’s
Dynamic Product Ads
Strategies For Retailers to Engage in Facebook’s New Marketing Program
Facebook Advertiser Course
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Webinar Housekeeping
Stay Tuned For Webinar Recording Email
Q&A Following The Presentation
Submit Questions In The Chat Box To The Right
Logistics Speakers
Rick Backus
CEO
CPC Strategy
Stephen Kerner
Senior Retail Search Manager
CPC Strategy
3. • Founded in 2007
• Over +300 active retail clients
• Top 50 fastest growing companies in San Diego
• Recognized as an Official Google Shopping Partner
• Exclusive focus on retail
Solutions
Retail-focused Paid Search (PPC)
Google Shopping Management
Shopping Channel Management
Amazon Sales Acceleration
CPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
CPCSTRATEGY.COM
4. Do you have active Facebook Dynamic Product
Ad campaigns live already?
Poll for the Audience
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www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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Retail Search Expert
Stephen Kerner
Senior Retail Search Manager
Lead Senior Retail Search Manager
In-House Social Media Expert
Google AdWords Qualified Professional
Google Analytics Qualified Professional
5+ Years Experience In Social Media
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Course Overview
What are Facebook Dynamic Product Ads?
How to Set Up Facebook Business Manager
How to Set Up & Link a Product Catalog to Business Manager
Installing the Facebook Conversion Pixel
Implementing a Custom Audience Pixel with a Dynamic Element
How to Create a Facebook Dynamic Product Advertisement
Best Practices for Facebook Targeting
Live Q&A
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Help businesses promote their entire product catalog across all consumer devices
Provide elevated targeting capabilities based off of user-data
Provide access to multiple image ad campaigns
What Are
Facebook Dynamic Product Ads?
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How to Set Up Facebook Business Manager
Requirements to Set Up Facebook Business Manager:
A personal Facebook account
Ad account to move to Business Manager
Facebook Page to move to Business Manager
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How to Set Up Facebook Business Manager
Go to business.facebook.com
Click Get Started
Click Next
Enter Business Name
Select Primary Page > enter Work Email
Click Create Business
* If retailer’s opt to have an agency manage their account – the set up process is a little different.
For more information on how to manage your Facebook advertising account email tara@cpcstrategy.com.
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How to Set Up Facebook Business Manager
Next Steps
Add & Assign People to the page
Claim Ad Account
Create Product Catalog
Upload the feed
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How to Set Up Facebook Business Manager
Adding A New Person To The Business Manager:
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How to Set Up Facebook Business Manager
Enter Ad Account ID (Found by logging onto Facebook & selecting Ads Manager on left)
1
2
3
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How to Set Up & Link a Product Catalog to Business Manager
Assigning an Asset to Someone New:
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How to Set Up & Link a Product Catalog to Business Manager
Go to Settings > Product Catalog > Add New Product
Click Create New Catalog
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How to Set Up & Link a Product Catalog to Business Manager
Name The Product Catalog After Your Site:
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How to Set Up & Link a Product Catalog to Business Manager
Assigning the Product Catalog:
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How to Set Up & Link a Product Catalog to Business Manager
Creating and Scheduling a Feed:
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How to Set Up & Link a Product Catalog to Business Manager
Feed specs
*Pro Tip:
You can use your
Google Shopping feed
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Installing the Facebook Conversion Pixel
In the Ad Manager, select Conversion Tracking
Select Create Pixel in the upper right corner
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Installing the Facebook Conversion Pixel
Select the pixel you will be tracking
Typically you will want to choose Checkouts
Name the pixel something that reflects what it is tracking (ex: Shopping Conversions)
Why? So you can track different types of conversions and tell them apart.
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Installing the Facebook Conversion Pixel
Click Create Pixel to generate the code
*Tip:
For the conversion pixel - businesses should
update the value with the revenue variable for
their cart.
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Installing the Facebook Conversion Pixel
Verify the pixel by going to the right side of the ad manager & selecting
Conversion Tracking.
Here you can see if the pixel is working (if it says active).
It is important to note it won’t say active until you get a conversion.
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Implementing a Custom Audience Pixel with Dynamic Element
Click Audiences on right side of Ads Manager
Choose the type of audience you want to create on Facebook
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Implementing a Custom Audience Pixel with Dynamic Element
Create the tag that will be placed on every page of the site that you want to collect traffic from.
26. Installing the Dynamic portion of the Custom Audience Pixel
Install the following codes within the <body> of their respective pages:
Product Pages:
window._fbq.push(['track', 'ViewContent', {
content_ids: ['<product_id>'],
content_type: 'product'
product_catalog_id: '<catalog_id>'
}]);
Sale Confirmation Page:
window._fbq.push(["track", "Purchase", {
content_ids: ['<product_id1>', '<product_id2>'],
content_type: 'product'
product_catalog_id: '<catalog_id>'
}]);
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Implementing a Custom Audience Pixel with Dynamic Element
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Implementing a Custom Audience Pixel with Dynamic Element
Installing the Dynamic Portion of the Custom Audience Pixel Cont.
Install the following codes within the <body> of their respective pages:
Add-to-cart Page:
window._fbq.push(['track', 'AddToCart', {
content_ids: ['<product_id>'],
content_type: 'product'
product_catalog_id: '<catalog_id>'
}]);
Add-to-cart Button:
<button onclick='window._fbq.push(["track", "AddToCart", { content_ids:
["<product_id>"], content_type: "product"}])'>Add to Cart</button>
Additional Resources:
FB DRM Pixel Integration/Set Up:
https://developers.facebook.com/docs/marketing-api/dynamic-product-ads/product-audiences/v2.3#setuppixel
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Implementing a Custom Audience Pixel with Dynamic Element
Identify Your Audiences & Set The Rules:
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Implementing a Custom Audience Pixel with Dynamic Element
TIP:
To get more granular with your
targeting - include certain pages
BUT exclude others, especially
past purchasers.
Also, target people who have
viewed a page within a select
number of days- we have found
that 3 days is a good starting point,
but you will want to test it.
Once complete, you can see the
Audience under Audience Section
in Ads Manager.
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Setting Up Dynamic Product Ads
Only available in Power Editor, which is only available in a Chrome browser.
Create new campaign > Name it > Automatic > Product Catalog Sales
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Setting Up Dynamic Product Ads
Create Ad Template Cont.
✓ Select the page you are creating an ad for
✓ Select either Single or Multiple Image Ad Unit. TIP – With standard product images, the
multiple ad unit looks better.
✓ Type in the website you are advertising for (this should be the homepage)
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Setting Up Dynamic Product Ads
Select the text you want to display at the top of the ad.
This is where you will want to relate to your audience.* Remember to create an ad copy that
your audience wants to see and read.
You can put in your own text, or use fields from the feed such as Brand, Name, Price, Ect or
you can use a combination of both.
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Setting Up Dynamic Product Ads
The last part of the ad copy is where you will select the product information and set the CTA.
The Headline is on top and the description is below; you can also choose different fields from the feed to
populate this section.
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Setting Up Dynamic Product Ads
First you will select your product set. Your product set are
the products that will be shown in this ad group. For your
first Ad set, you should create an All Products group, and
then select the All Products ad set ( with no filters). This
will make sure you are covering your entire product
catalog.
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Setting Up Dynamic Product Ads
Next,you might want to focus on your flagship products. If you are doing this, you will want
to create a new product set and filter the product set to contain only those products.
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Best Practices for Facebook Targeting
Different Ad Set Based on Targeting
Product Viewers 3, 5, 10, 30
Cart Abandoners 3, 5, 10, 30
Past Purchasers 15, 30, 60
One thing to remember is to exclude past purchasers from the first two lists. This will ensure sure that
you are not serving ads to people who may have just purchased one of your products.
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Best Practices for Facebook Targeting
Start off with Product Sets targeting the audiences that Facebook automatically create, and test
different date ranges.
*Pro Tip: If you have audiences with different date ranges, don’t forget to exclude the shorter list
to avoid overlap. For example, if you are creating a 10 day product viewer, make sure you exclude
your 5 day product viewer audience if you have one.
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Conclusion
1. First create Business Manager, Product Catalog, and send feed
2. Create your first DPA ( Dynamic Product Ad) Campaign
3. Create your ad set based on different date ranges of, Product Viewers, Cart Abandoners,
and Past Purchasers.
4. Create separate Ad Sets based on Flagship Products and don’t forget to only target those
products. Remember, you will only serve products in this product set .
41. How much of your marketing budget is spent
on Facebook advertising?
Poll for The Audience
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42. Maximize Your Return on Facebook
Questions for Stephen or Rick?
Submit your questions in the chat box on the right
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